Start with Your Core Values and Purpose
To tell an authentic brand story, begin by clarifying your company’s core values and purpose. Ask yourself what motivates your company beyond profit—this could be anything from solving a common industry problem to advocating for sustainable practices. By connecting your values to your video’s narrative, you bring depth to your story, making it resonate on an emotional level. For example, videos by companies that focus on eco-friendly products may start with why they choose sustainable sourcing, allowing viewers to see the “why” behind the “what.”
Let your purpose shine through visuals and script. Is your brand about innovation? Show scenes of your team brainstorming or using cutting-edge technology. Is it about customer satisfaction? Highlight customer feedback or scenes of employees working directly with clients. When your audience can see your values in action, your brand story becomes more authentic and credible.
Define Your Audience and Their Needs
Understanding your audience is critical to crafting a story that resonates. B2B audiences often have specific needs, from seeking efficiency solutions to reducing costs or solving technical issues. By identifying what challenges your audience faces, you can frame your brand story to address these needs directly, positioning your product or service as the solution.
For example, if your target market includes small businesses looking to scale, your video could follow a relatable scenario where a business owner finds success after using your product. This not only validates your solution but also tells viewers, “We understand you, and we’re here to help.”
Create a Relatable Protagonist
At the center of every great story is a character or hero, and your brand story video is no exception. This protagonist could be a representative of your target audience, such as a customer who benefits from your solution, or even someone from your team who embodies your company values. By giving your audience someone to root for, you make your story more engaging and impactful.
A common approach is to feature a customer testimonial, where the client describes their journey with your product. This kind of narrative connects with viewers on a personal level, helping them visualize how they too could benefit. Alternatively, having an employee or founder tell your brand’s story can add a personal touch, making the story feel more genuine.
Show, Don’t Just Tell
A key principle in video storytelling is to “show, not tell.” While it might be tempting to load your video with information about your product’s features, it’s often more impactful to let visuals do the talking. Consider using visuals that depict real-life scenarios where your product or service makes a difference. If your brand is tech-focused, for example, showing your technology at work in a customer’s daily routine can be much more engaging than just describing its features.
The visuals, soundtrack, and editing style also play roles in setting the tone. For a brand story that emphasizes reliability and professionalism, you might choose clean, minimal visuals with a steady pace. On the other hand, a company that wants to highlight creativity may use vibrant colors and dynamic cuts.
End with a Call to Action (CTA)
To ensure your audience doesn’t just walk away after watching, wrap up your story with a clear call to action. Depending on your goal, your CTA might invite viewers to learn more on your website, connect with a representative, or subscribe to your updates. Make it specific and relevant to the story you’ve told.
For instance, if your video has shared the journey of a customer who achieved success using your product, end by encouraging viewers to “Join the thousands of others who’ve improved their business with [Your Product].” This type of CTA feels like a natural continuation of the story and gently nudges viewers toward taking the next step.
Why Defining Your Brand Story Matters
In a digital landscape full of choices, a well-defined brand story gives your audience something to remember. People are naturally drawn to stories because they elicit emotions and make complex ideas easier to digest. Video amplifies this effect by combining visual and auditory cues to create a memorable experience. For B2B brands, storytelling can be especially powerful in building trust, as clients are more likely to engage with brands that feel authentic and aligned with their own values.
Crafting a compelling brand story through video is a strategic way to communicate who you are, what you stand for, and why clients should choose you over competitors. By following these steps, you’ll be well on your way to building an emotional connection with your audience, creating lasting brand loyalty, and achieving growth.